Field Notes
The first came in 2009 when we redefined our approach, splitting our time equally between client work and public projects. This led to the creation of A Design Film Festival, Bracket, FoodCine.ma, and other exhibitions and events.
The second shift happened in 2016, as our focus expanded beyond graphic design to cultural research, strategy, and marketing. This evolution shaped the launch of Uniqlo’s flagship stores and campaigns across Southeast Asia.
Now, we are in the midst of our third shift—the opening of our first international outpost in Nang Loeng, a quiet yet historically rich neighborhood in old Bangkok.
Despite being close to Khao San Road and Yaowarat, Nang Loeng remains largely undiscovered, rarely explored by Thai youth or tourists.
As we take root in this neighborhood, we asked ourselves:
- How can we exist here in a meaningful way?
- How can we support local businesses and learn from those who’ve shaped this place?
That’s why we created People of Nang Loeng, a visual guide told through photo essays and interviews with its residents. The goal is to raise awareness of Nang Loeng and bring people into the neighborhood—not by reinventing it, but by revealing it.
Many place-making efforts fall into the same trap: over-branding. They dress up history with modern graphics, sleek typography, and clever taglines, hoping to attract a younger audience. To us, that feels like false advertising.
Our approach, as always, is simple:
- Show the place as it is. No need for excessive graphics or gimmicks.
- Focus on the ‘Originals.’ The people who have been here for decades, serving their community with dedication and craft.
Instead of featuring yet another specialty coffee shop, we spotlight Aunty Aeow, who still brews coffee the traditional way with a coffee sock. Instead of showcasing a fusion restaurant putting a European spin on Thai cuisine, we highlight Hua Hin Pochana, a Thai-Hainanese restaurant with a 70-year history.
Not everything needs to be new or loud to be noticed.
Sometimes, all it takes is a shift in focus.
Find @peopleofnangloeng on Instagram.
—
Felix Ng
Co-founder, Anonymous
@felix.anonymous